Emerging Technologies: Blogs
Benjamin Gillham
Chloé Gray-Le Coz
Irene Heschl
Tatyana Telnikova
Matthew Smith
“
The birth of the blog was a little-noted incident.
A brilliant … technology pioneer – Dave Winer –
was fiddling with a project and organized a series
of entries in a new way. He looked at it, thought
"Wow, that's cool," and circled back on it later. He
added a variation on an emerging technology and
created a syndication feature that would eventually
emerge into Real Simple Syndication. Other people
… would make blogging tools easier so a great
number of people could use them. The number of
users has been growing through the roof ever
since.
Robert Scoble
Naked Conversations: How Blogs are Changing the
Way Businesses Talk with Customers
Quote from (58) Scoble, Robert. Naked Conversations. 2006.
2
•
•
•
•
What is a blog?
Timeline
Technology behind blogs
Types of blogs
3
What is a blog?
• web + log
• A website where entries are displayed in
reverse chronological order
• Evolved from online diaries
• Combines images, links, text, web pages, and
other related material
Definition from (12) Wikipedia Article: Blog.
4
Timeline
Adapted from (66) Thompson, Clive. The Early Years. 2006.
5
Technology
• Created at the intersection of two
emerging technologies:
1. Personal Publishing Tools
2. Syndication via RSS
• Combination of technologies first
created by David Winer
6
Personal Publishing Tools
•
•
Makes the publishing process of
websites simpler and more
accessible
Tools consist of:
1. WYSIWYG Editor to produce HTML,
e.g.: TinyMCE
2. Software stack (typically LAMP) for
data storage and retrieval,
e.g.: WordPress
3. Hosting
•
Blogger combines all three
http://tinymce.moxiecode.com/
1. Definition from (12) Wikipedia article: Blog.
7
Syndication via RSS
• RSS stands for Real Simple Syndication
2
• RSS is a dialect of XML, used to describe blog data
• Makes1 a section of the website available for others
to use
• The RSS format contains elements for:
–
–
–
–
–
Title and Description
Link
Publishing Date
Category
Images
1. Definition from (69) Wikipedia article: Web Syndication.
2. Taken from (71) Winer, Dave. RSS 2.0 at Harvard Law. 2007.
8
Blog-related Tech
• Syndication provide underlying metadata for blogs
• Allows subscription via Aggregators
– iGoogle, Netvibes, Newsgator, My Yahoo!
– Podcasts via iTunes
• Better Search, based on:
– Relevance, Time, and Authors
– Google Blog Search, Bloglines,
Technorati
• Folksonomies based on Tagging
– Del.icio.us
– Digg
9
Anatomy of a Blog
Title – the title or name of the blog
Tagline – a brief description of what
the blog is about
Blogroll – a list of links to other blogs
and websites; helps to share readers
and increase the blog’s Google
PageRank.
Archives – links to past articles; stored
based on the date published.
The main portion of the blog contains
the content or posts (discussed in the
next slide). Most blogging packages
also allow you to build additional static
pages, e.g.: about. These pages
contain background content and can
be regularly updated.
Definitions adapted from: (22) Debow, Brant. Blog Terminology. 2004.
10
Anatomy of a Blog Post
Posts - compositions created by the author of the
site. Posts consist of the title of the post and its
content.
Tag – a relevant keyword or term assigned to a
piece of information enabling keyword-based
classification and search.
Category – a method of organizing blog entries by
assigning each entry a topic; often used for site
navigation. Blog software often displays these as
tags.
Comments – responses to the original article;
allows readers to correct, agree with, or disagree
with the contents of the article.
Trackback – an acknowledgement sent via a
network signal (ping) from the originating site to
the receiving site; provides notification when one
blog links to another blog.
Definitions adapted from: (22) Debow, Brant. Blog Terminology. 2004.
11
Three Types of Blogs
1. Closed Blogs
2. Blogs as Conduit of Information
3. Blog as Participant in the Conversation
Taken from (31) Hamman, Robin. 3 Types of Blogs: closed, conduit, and participant in the conversation. 2007.
12
Closed Blogs
• “Closed Blogs are at the centre
of an audience that resembles
a closed network”
• Characteristics:
• Small audience, extremely
passionate and engaged
• New members are unlikely
• Members/Audience usually
have very strong relationships
that run in both directions
• Examples: baby blogs,
wedding planning blogs
Taken from (31) Hamman, Robin. 3 Types of Blogs: closed, conduit, and participant in the conversation. 2007.
13
Conduit of Information
• “Blogs as conduit of information are
blogs that act as the conduit between
individual audience members and
information or ideas. That is, the blog is
the centre of the relationship between
the information consumers and
information producers. The blog itself
may not be the origin of this content,
but may merely pull it together in a
useful way”
• Characteristics:
• Larger audience than closed blogs
• Audience unlikely to grow rapidly
• Audience highly engaged
Taken from (31) Hamman, Robin. 3 Types of Blogs: closed, conduit, and participant in the conversation. 2007.
14
Participant in the Conversation
• “Blogs as participants in the conversation are connectors of
ideas and people, but also of conversations that flow between
them”
• Characteristics:
• Potentially larger audience than previous 2 types
• Audience can be as large as people engaged in the conversation
• New audience members may follow contextualized links, visit other
sites in the chain, and actively engage in conversations on one or
more sites of the chain
• Bloggers in this category are very engaged, link out heavily, use RSS
and Technorati, some also use social bookmarking or social
recommendation tools
Taken from (31) Hamman, Robin. 3 Types of Blogs: closed, conduit, and participant in the conversation. 2007.
15
Participant in the Conversation
Taken from (31) Hamman, Robin. 3 Types of Blogs: closed, conduit, and participant in the conversation. 2007.
16
Types of Blogs
Media Type
vlog (videos)
tumblelogs
linklog (links
artlog
sketchblog (sketches)
phlog (Gopher)
photoblog (photos)
Device
Genre
Legal Status of Publisher
Blog Search Engines
Communities and Directories
Adapted from (12) Wikipedia article: Blog.
moblog (use of mobile devices – PDA or mobile phone)
Political blog
Niche blog
Travel blog
Classical music blog
Fashion blog
Legal blog (blawgs)
Project blog (http://www.group6blog.com)
Dreamlogs
Educational blog
Splog (spamming)
Private
Business (corporate blog)
Bloglines
Technorati
Blogscope
Google Blog Search
MyBlogLog
Bloghood (a collection of local blogs)
BlogCatalog
17
Types of Blogs – Examples
http://www.rothcpa.com/taxupdates.php. Accessed on 2 April 2008.
http://www.greyswriters.com/. Accessed on 2 April 2008.
http://mlblogs.mlblogs.com/. Accessed on 13 April 2008.
http://marketingjournal.blogspot.com/. Accessed on 13 April 2008.
18
Case Study: My War
• Number of war blogs has
rapidly increased after 9/11
• Address wartime and political
issues
• Soldiers as journalists
• Issues:
– Issues of national security
– Freedom of Speech
– Enemy access
Quote by Colby Buzzell taken from (10) Berton, Justin. Punk, Soldier, Blogger. And now author. A young
veteran shares his war stories. 2007. Slide adapted from (44) Lytle, Tatum. A Soldier’s Blog: Balancing
Service Members’ Personal Rights vs. National Security Interests. 2007.
Bomb Love by Banksy
19
Case Study: My War
• Famous Iraq war blogger
• Colby Buzzel Fights The War
• People read his blog b/c he shares
more of the truth than the army or
journalists can
• Book My War: Killing Time in Iraq
Quote by (17) Colby Buzzell taken from his blog http://cbftw.blogspot.com/. Slide adapted from (44)
Lytle, Tatum. A Soldier’s Blog: Balancing Service Members’ Personal Rights vs. National Security
Interests. 2007.
Bomb Love by Banksy
20
•
•
•
•
Why do people blog?
Blogging Demographics
Famous Bloggers
Making money from blogs
21
Why do people blog?
are driven to
“ Bloggers
document their lives, provide
commentary and opinions,
express deeply felt emotions,
articulate ideas through
writing, and form and
maintain community forums.
Quote from (47) Nardi, Bonnie. Why We Blog. 2004.
22
Motivating Factors
I write a blog to
voice my
opinion
(commentary).
I write a blog
to document
my life!
Adapted from (47) Nardi, Bonnie. Why We Blog. 2004.
My blog is my
therapist who
helps me work out
my issues
(catharsis).
My blog is
my muse!
My blog is my
community
forum!
23
Case Study: Candy Blog
• Started in April 2005
• Cybele May-writer and candy lover
• Reviews candy types from over 30
different countries
• FAQ: What are your favorite
candies in addition to the ones
that you’ve raved about here?
– Mounds, Heath, Take 5, 100 Grand, York
Peppermint Pattie, Malted Milk Balls.
– SweeTarts, Spree, Payday, Tootsie Pops, &
Lemonheads.
http://www.typetive.com/
Quote from (20) Cybele, May. Candy Blog’s 3rd Anniversary. 2008.
24
Case Study: Candy Blog
• 1,800 subscribers to the RSS feed
and averages 6,000 page loads a
day
• 12,700 comments
• 4.6M page loads since 2006
• 2,100 product photos
• Makes money through direct
advertising
• Does not accept money in
exchange for a review
• No affiliate links
Quote from (20) Cybele, May. Candy Blog’s 3rd Anniversary. 2008.
25
Blogs by Languages
As a total of all blog
posts as of June 2006,
Technorati reports:
A sample of 1,000 randomly
selected blogs in March
2006 from LiveJournals.com
reports:
Adapted from (59) Sifry, David. State of the Blogosphere. 2007. and (33) Herring, Susan C., et a. Networks on Live Journal. 2006.
26
Total Number of Bloggers
Number of New Blogs
Created Per day in
Thousands
180
Total Number of Blogs
in Millions
70
70
175
60
160
140
50
50
120
120
40
100
80
80
60
75
30
27.2
20
40
14.2
40
10
12
4
Feb-07
Oct-06
Jun-06
Feb-06
Oct-05
Jun-05
Feb-07
Oct-06
Jun-06
Feb-06
Oct-05
Jun-05
Feb-05
Oct-04
Adapted from (59) Sifry, David. State of the Blogosphere. 2007.
Feb-05
0
0
Oct-04
20
7.8
Types of Information
The Synovate/ Marketing Daily conducted an online survey with 1,000 adults in the US using
Synovate eNation between July 30 and August 1 of 2007.
Types of Information
70
65
60
50
39
40
38
30
20
10
2
0
Opinions
News
Entertainment
Adapted from (54) Pospisi, John. Survey: more women blogging than men as blogs hit mainstream. 2007.
Friends and Family
28
Frequency of Visits
• According to the Synovate/ Marketing Daily’s online survey:
–
–
–
–
–
80 % of Americans know what a blog is
50 % regularly visit blogs
8% have published their own blog
90 % of people between the ages of 25-34 know what a blog is
65% of people over the age of 65 know what a blog is
• According to the Edelman Omnibus Blog Study:
– 27% of Americans read blogs
– The average American reads a blog 1.2 days a week
– Men read blogs once a week and women less than once
Adapted from (54) Pospisi, John. Survey: more women blogging than men as blogs hit mainstream. 2007. and (26) Edelman. A Corporate Guide to the Global
Blogosphere. 2006.
29
More on Frequency
A new blog is created ever .71 seconds
with a total of 120,000 created every
day!
Most bloggers visit blogs less than
once a month
Adapted from (54) Sifry, David. State of the Blogosphere. 2007. and (59) Sifry, David. State of the Blogosphere. 2007.
30
Internet Users v. Bloggers
The average blogger is under
30 and male
Two surveys of internet users conducted
in Nov-Dec 2005 and Feb-Apr 2006
Sample size for bloggers=308
Sample size for internet users=4,753
Adapted from (43) Lenhart, Amanda and Susannah Fox. Bloggers: A portrait of the internet’s new storytellers. 2006.
31
Blogging by Location and Speed
Adapted from (43) Lenhart, Amanda and Susannah Fox. Bloggers: A portrait of the Internet’s new storytellers. 2006.
32
Famous Bloggers
•
•
•
•
•
What makes you Famous?
How do you get there?
Why would you want to?
Who are they?
When did it happen?
33
How do you get famous?
• Blog Awards
– Blogger’s choice, Bloggies, Eppy, etc.
• Technorati Top 100
– Measure: How many sites are linked to the blog
– Does not measure: How many people read it
• BlogPulse Top Blogs
– Measures: The blogs most who the most links today
– Doesn't measure: Long-term popularity
• Forbes 25
– Measures: What blogs are read by Forbes writers
• Bloglines
– Measures: which have most subscribers
– Doesn’t measure: which have most one-time
visitors
34
Why would you want to?
• Money
– Ads, Jobs, Endorsements
• Fame
– Celebrity, Influence
• Forbes Web Celebs 25
• To make a difference
– Political Bloggers
35
Who are considered the best?
Forbes Web Celeb 25:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Jessica Lee Rose - YouTube star
Perez Hilton - Celebrity gossip blogger
Markos Moulitsas aka KOS - Political blogger
Matt Drudge - News web site editor
Seth Godin - marketing guru
Jeff Jarvis - media critic
Glenn Reynolds - political blogger
Amanda Congdon - video blogger
Robert Scoble - tech blogger
Michael Arrington - tech blogger
Taken from (28) Ewalt, David M. The Web Celeb 25. 2007
36
Case Study: Jason Kottke
• Began blogging in March
1998
• Blog covers many topics
including technology,
photography, food, design,
etc.
• Won a Bloggie lifetime
achievement award in 2002
• Broke the news that Ken
Jennings' streak in Jeopardy!
ended
Quote from Jason Kottke from (14) Blood, Rebecca. Jason Kottke: Bloggers on Blogging. 2006.
Background from Wikipedia (39) Jason Kottke and (41) Kottke, Jason. Oh, what a year. 2006.
37
Case Study: Jason Kottke
• Feb 2004, left his web design job
to blog full-time
• Pledged content would be free
• Raised money by encouraging
readers to become micropatrons
• Raised $39,900 in that year
• Considered a "novel" business plan
at the time
• Gets 600,000-700,000 unique
visitors a month (2006)
• Ranked 67 in the Technorati top
100 (15 Apr 2008)
Quote from Jason Kottke from (14) Blood, Rebecca. Jason Kottke: Bloggers on Blogging. 2006.
Background from Wikipedia (39) Jason Kottke and (41) Kottke, Jason. Oh, what a year. 2006.
38
Making Money from Blogs
• Donations (via Paypal)
• Advertising
– Google Adsense, Microsoft Adcenter, Text Link Ads
– 43% of blog visitors noticed advertisements
– 33% of bloggers have clicked on an advertisement while blogging
• Affiliate Commissions
– Recommending CDs or Books, e.g. Amazon
• Product or Service Sales
– Find new clients, advertise yourself
– Merchandising, e.g. ebooks, t-shirts, etc.
• Perks
– Free books and products, access to events, interviews
• Paid Assignment
Adapted from (52) Pavlina, Steve. How to Make Money from Your Blog. 2006. and (53) Peed, Mike. Make
Money Off your Blog. 2005. and (29) Good, Robin. How to Make Money with your Blog Site. 2005.
39
• 5 Types of Corporate Blogs
• Positive and Negative
consequences of blogging
• Corporate blogging examples
• How HR uses blogs
40
5 Types of Corporate Blogs
1.
Employee blog
•
•
2.
Varies in content & format
Delta Airlines
Group blog
•
•
3.
Focuses on specific topic
Dell
Executive blog
•
4.
Marc Cuban of NBA’s Dallas Mavericks
Promotional blog
•
5.
Promotes products & services
Newsletter blog
•
Covers company news
Adapted from (42) Lee, Sang., et. all. Corporate blogging strategies of the Fortune 500 companies. 2008.
41
How Corporations use Blogs
Taken from (23) Deutsche Bank Research. Blogs: The new magic formula for corporate communications. 2005.
42
Case Study: 37signals
• Small, privately-held Chicago-based
company
• Creates software that enables
collaboration: project management,
CRM, personal organizers, real-time
chat
• Featured in Time, Business Week,
Wired, MIT Technology Review
• http://37signals.com/
• Published a free eBook Getting Real
promoting their company philosophy
http://gettingreal.37signals.com/
Adapted from and quotes taken from (1) 37signals. Getting Real. 2008.
43
Case Study: 37signals
• Publishes two company blogs:
– Signal vs. Noise
– 37signals Product Blog
• Signal vs. Noise focuses on general
topics concerning design, business,
experience, simplicity, the web,
culture and more
• 37signals Product Blog focuses on
product-specific updates
Adapted from and quotes taken from (1) 37signals. Getting Real. 2008.
44
Case Study: 37signals
• Both blogs promote the brand
• Uses blogging to replace traditional
advertising
• Popular posts generate thousands of
unique visitors and potential
customers
• Launched Ta-da product with a single
post, within a few weeks it was
mentioned on 200 blogs and over
12,000 people had signed up for an
account
Adapted from and quotes taken from (1) 37signals. Getting Real. 2008.
45
Positives and Negatives
Positives
• Ability to Measure
Outcomes
– Umbria
– Relevant Noise (800 million blogs)
• Executive Blogs
• Provides Return on
Investment
• Negative Blogging
Compiled from sources: 60, 40, 37, 74, 13, 6, 72, 16, 36.
Negatives
• “Cybersmearing” by
employees
• Executive Blogs
• Lack of Company
Control
46
Company Examples
Internal
Compiled from sources: 49, 75, 36, 21, 6, 19, 70, 24, 67, 50.
External
47
Case Study: Sun Microsystems
• Products
– Software, services, storage for business
• 33,350 employees worldwide
– Company-wide employee blog
• No. 187 on the Fortune 500 (2007)
• Locations: Sun conducts business in
more than 100 countries around the
globe
http://www.sun.com/aboutsun/company/index.jsp
Quote from Jonathan Schwartz via (38) Israel, Shel. Interview: Jonathan Schwartz. 2005.
Content adapted from (63) Sun: Company Profile. 2008.
48
Case Study: Sun Microsystems
• Chief Executive Officer and
President
• Most popular Sun blogger
• Talks to employees, but can be
read by customers
– reaches employees, partners and
customers via his twice-weekly
blog.
• http://blogs.sun.com/jonathan
Quote from Jonathan Schwartz via (38) Israel, Shel. Interview: Jonathan Schwartz. 2005.
49
Case Study: Sun Microsystems
• Negative Blogging as a success
– University of Connecticut
• Decision
– Posting Employee Wall of Fame on
company blog?
Quote from Jonathan Schwartz via (38) Israel, Shel. Interview: Jonathan Schwartz. 2005.
Content adapted from (63) Sun: Company Profile. 2008.
50
How HR Departments use Blogs
• Recruitment Blogs
– In 2004, Microsoft was the first company to launch a recruitment blog
– Still in its infancy but increased acceptance also by non-IT companies
(e.g.: Best Buy)
– Adds to traditional recruitment tools
– Benefits
•
•
•
•
•
Allows applicants to get a feel for the corporate culture
Used to influence the company’s public image
Reach a wider audience and increase brand visibility
Fosters transparency and dialogue between a company and job applicants
Builds a community and adds a new level of humanity
– Additionally, companies advertise on company external blogs and
social networking sites (e.g.: Facebook) to recruit new employees
Adapted from (32) Hasson, Judi. Blogging for Talent. 2007. and (48) Needleman, Sarah. Need a New Situation? Check the Internet. Recruiters and Job Seekers Find
Each Other Through Facebook, ‘Fan’ Pages, Videos. 2008.
51
Example: Microsoft
Screenshot from http://blogs.msdn.com/jobsblog/default.aspx. Accessed on 13 April 2008.
52
Example: Microsoft
Screenshot from http://www.facebook.com/pages/Workin-It-at-Microsoft/9298666412. Accessed on 13 April 2008.
53
How HR Departments use Blogs
• Checking job applicants’ backgrounds
– Common practice to google job applicants
– Facebook, MySpace, blogs, personal websites, message
boards, etc.
– 12% of recruiters screen social networking sites and 35%
of executive recruiters do not hire job applicants because
of information found online!
– Areas of concern:
•
•
•
•
•
Invasion of Privacy
Discriminatory Information
Outdated Information
Stolen Name
Same Name
Adapted from (57) Schleifer, Jay. Internet Background Checks: Hazardous to your wealth?. 2007, and (45) Millard, Elizabeth. Online Background Checks. 2007,
and (34) Hunzinger, Jackie. You’ve Been Googled. 2007.
54
• Summary
• Positive uses of blogging
• Negative uses of blogging
55
Summary
• Change the way we communicate with one
another
• Allows for new business models
• Enables communication between customers
and corporations
Compiled sources from: 51, 21, 36, 13.
56
Positive Uses of Blogs
•
•
•
•
Enables greater freedom of communication
Extends the reach of individuals and corporations
New way of making money
Can make a difference in the world
57
Negative Uses of Blogging
• Must watch what information goes out
• Increased access to personal information
• Technology can create information noise
– Blog and Commenting Spam
• Introduce new copyright issues
58
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